Types of Forecast and Weather-Related Information Used among Tourism Businesses in Coastal North Carolina

Abstract

This study profiles the coastal tourism sector, a large and diverse consumer of climate and weather information. It is crucial to provide reliable, accurate and relevant resources for the climate and weather-sensitive portions of this stakeholder group in order to guide them in capitalizing on current climate and weather conditions and to prepare them for potential changes. An online survey of tourism business owners, managers and support specialists was conducted within the eight North Carolina oceanfront counties asking respondents about forecasts they use and for what purposes as well as why certain forecasts are not used. Respondents were also asked about their perceived dependency of their business on climate and weather as well as how valuable different forecasts are to their decision-making. Business types represented include: Agriculture, Outdoor Recreation, Accommodations, Food Services, Parks and Heritage, and Other. Weekly forecasts were the most popular forecasts with Monthly and Seasonal being the least used. MANOVA and ANOVA analyses revealed outdoor-oriented businesses (Agriculture and Outdoor Recreation) as perceiving themselves significantly more dependent on climate and weather than indoor-oriented ones (Food Services and Accommodations). Outdoor businesses also valued short-range forecasts significantly more than indoor businesses. This suggests a positive relationship between perceived climate and weather dependency and forecast value. The low perceived dependency and value of short-range forecasts of indoor businesses presents an opportunity to create climate and weather information resources directed at how they can capitalize on positive climate and weather forecasts and how to counter negative effects with forecasted adverse conditions. The low use of long-range forecasts among all business types can be related to the low value placed on these forecasts. However, these forecasts are still important in that they are used to make more financially risky decisions such as investment decisions.